Study of motivation features of people engaged in hardening and winter swimming

This article examines health-preserving technology such as cold practices, which is gaining popularity in modern society. This technology is alternatives to medical methods for maintaining health, strengthening immunity, and preventing seasonal illnesses. This study aims to identify the motivational features of individuals who practice hardening and other forms of cold exposure taking into account their socio-demographic characteristics (gender, age, education level, occupation, and marital status). The research objectives include: identifying the conceptual foundations of the respondents' understanding of hardening technology; analyzing factors that motivate or demotivate individuals to participate in hardening procedures; determining the most popular types of hardening practices; developing effective strategies for promoting cold exposure techniques in Russia based on respondents' opinions. This study received support from the research and education center "Health Region" as a part of the "Scientific Campus. CryoHacking 2.0" project, which focuses on the human body's adaptation to low temperatures. The research methods are general sociological and theoretical. The empirical base was collected through an online survey targeting respondents from nine regions of the Russian Federation. Based on the results, we formulate key factors influencing the choice of this health-preserving technology, as well as factors that reduce motivation for hardening practices. The research highlights both the physiological and psychological effects of hardening, leading to the conclusion that integrating hardening procedures into the daily routines of the Russian population is beneficial. Additionally, the article identifys the preferred sources of information regarding hardening and cold exposure practices, based on the respondents' socio-demographic characteristics. With our sociological research findings, we developed recommendations for the development and popularization of winter swimming and hardening practices in Russia. These recommendations consider modern trends such as digitalization, the increasing use of interactive content, consumer interaction formats, the rise of storytelling technology, and the pursuit of alternative medical methods for health maintenance. Practical significance: The findings of this study will be of interest to organizations involved in hardening and winter swimming, medical institutions researching these practices, and businesses sponsoring events related to health-preserving techniques. Furthermore, the study lays a foundation for further research in the field of motivation, including gender aspects.